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— Paul Noronha

Mr Vikram Rao, Business Director, Textiles and Apparel Business, Aditya Birla Nuvo, (left) with Mr Aloke Malik, President, Peter England Fashions, at a press conference in Mumbai on Tuesday.

Our Bureau

Mumbai, Sept. 18 Aditya Birla Nuvo’s Peter England Fashions and Retail Ltd is to launch Peter England family stores housing men’s, women’s and kids’ wear and accessories by mid-next year, said Mr Aloke Malik, President.

“The work for the stores is in progress and we might finalise something by December. We will open a limited number of large format mid-value stores of 10,000 – 15,000 sq. ft. and want to leverage the equity of Peter England,” he said.

The store is targeted at age-band of zero to 35 years and will house the company’s brands in segments where they have a manufacturing facility. For kids’ wear, it might have to outsource the garments, he added.

“We have an aggressive retail expansion plan and aim to grow in quality as well as additional stores,” said Mr Vikram Rao, Business Director, Textiles & Apparels.

Peter England forayed into the premium and sub-premium segment of shirts, with Peter England Elite, targeted at young office goers.

Aggressive ad campaigns are in the loop to promote this new range through outdoor media, print, on ground methods and the Internet, said Mr Venkataramani K, Brand Director, Peter England. Ranging from Rs 995 to Rs 1,395, the shirts and trousers of Peter England will be available in its flagship and select retail outlets. The new brand is concentrating on the mid-priced aspiring customer.

The first phase of Peter England Elite is being launched in Delhi, Mumbai, Bangalore, Pune and Nagpur, while countrywide distribution will be in place by next 6-8 months.

The company garnered revenues of Rs 270 crore in the current fiscal and plans to create a Rs 500-crore Peter England brand within the next 3-4 years, said Mr Malik.

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